September 26 – Manchester City has announced a new partnership with Malaysia’s leading male grooming brand, Dashing. The deal makes Dashing Manchester City’s Official Personal Male Care Partner in Malaysia for the next two years.
Dashing has licensing rights to use the club crest and player images in national social media and marketing campaigns. The company started over 25 years ago, pioneering male grooming in Malaysia. They currently offer a variety of antiperspirant deodorants, fragrances, facial cleansers, hair gel, talcum powder, body shower and roll-ons.
The pair have come up with an incentive to entice Dashing product buyers by offering competition winners a VIP experience to watch Manchester City play. Transport, accommodation and selected meals will all be provided to each winner of each month over a six-month period. Competition entry is for Malaysians only and they have to be over 18, buy a Dashing product, keep the receipt, and use the receipt information to enter the competition by SMS.
Dashing’s Marketing Manager, Rishi Pahwa said: “We realise the love and passion for football and especially English Premier League and are proud to present DASHINGgoesMancity contest whereby we look to reward DASHING users with Once in A Lifetime opportunity for a VIP experience of English premier League.”
Manchester City’s Chief Marketing Officer, Tom Glick, said: “When the Club visited Kuala Lumpur during a previous pre-season tour, we were blown away by the passion and commitment of our Malaysian’s fans. We look forward to working with the Dashing team and to welcoming our loyal Malaysian fans to the Etihad Stadium throughout the season.”
On the other side of town, as if not to be outdone by the immaculate appearance of their foes, Manchester United has extended its own Asian partnership with Gloops.
Gloops, like Dashing, is a national market leader, but this time in social gaming, and this time in Japan. Gloops is a younger company, at just nine years of age, but has over 40 different games and more than 30 million users.
Since Manchester United has close to four million followers in Japan, the business opportunity has proven ripe. Already Gloops’ Manchester United titled game, ‘European Club Team Soccer Best Eleven Plus’ has had almost 1.4 million downloads. The game puts users in the role of Van Gaal, managing the club’s transfers and squad in competition in hope of winning the league.
In addition to the social gaming side of things, Gloops has also undertaken a Manchester United Soccer Schools programme, and have been working over the last year with the Manchester United Foundation.
Manchester United’s Group Managing Director, Richard Arnold, said: “We are delighted that Gloops have decided to extend their relationship with us for another year, and demonstrates that having a partnership with Manchester United yields impressive returns.
“They are at the forefront of the development of social gaming in Japan and we believe they can continue to help the Club deepen our engagement with our fans there.”
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